Football-Driven Tourism Boosts Visitor Numbers in Kenya
Kenya is experiencing a notable upswing in tourism linked to football-related events, with the hospitality sector reporting higher visitor numbers. According to Tourism Principal Secretary John Ololtuaa, hotels, restaurants and tour operators have seen increasing patronage as visitors combine attendance at football matches with travel to sites such as the Maasai Mara, Mount Kenya and Mombasa. The rise follows a strategic partnership between the Kenya Tourism Board (KTB) and the Football Kenya Federation (FKF) aimed at promoting the country as a tourism destination through the growing appeal of its national team, the Harambee Stars.
The initiative comes as Kenya and the region prepare to co-host the 2027 Africa Cup of Nations (AFCON). It includes co-branded campaigns and digital fan engagement to drive both domestic and regional tourism interest. Recent activities, such as the Angola national football team’s visit to Nairobi National Park, highlight how football is being used to showcase Kenya’s cultural and natural assets. The tourism ministry views sport as a key tool to diversify markets, extend visitor stays, and strengthen Kenya’s positioning as a competitive sports tourism destination.
Source: Tourism News Africa
